What do you do if your advertising client is hesitant to close the deal?

In my experience, the best approach is to show them successful case studies that build confidence in your ability to deliver the results you're promising.

When we engage with first introductions to clients no matter the size of scope commitment, we never present our initial material submitted to re-qualify our credentials or past work. More often than not, we're engaging in high-level detail overviews and work flow process. I believe this is because in the service nature of our work as agency/consultancy, our clients are looking to align with our process in detail to collaborate on executing the end goals for their assignments. To help guide our new clients, we always ask relevant questions to the project origination, offer anecdotal learnings from our past projects and clarify the key milestones and deliverables material that our clients will receive during each phase if we work together.

Don't pressure – prioritize understanding. Understand Concerns. Schedule a meeting to delve into their reservations. Are they unsure about the campaign's effectiveness? Do they have budget constraints? Listen actively and ask open-ended questions to pinpoint their specific concerns. Use silence strategically after they express their hesitation. This encourages them to elaborate and provides valuable insights into their decision-making process.

If an advertising client is hesitant to close the deal, address their concerns by providing additional information, addressing objections, and offering solutions. Highlight the benefits of your services, show them successful case studies, consider a trial or pilot, and focus on building trust through transparency and regular communication.

Ter uma apresenta??o clara e objetiva, baseada em cases e números reais é a melhor justificativa para valorizar o potencial do seu trabalho diante de um cliente. Se mesmo com provas reais ele hesitar, é porque n?o está preparado para o novo e ainda possui cren?as limitantes sobre expans?o. Coloque-se à disposi??o para responder dúvidas, se ele mesmo assim hesitar: PRóXIMO!

Always reaffirm Value. If a client's on the fence about sealing the deal, it's like easing into a cold pool. Highlight the benefits, showing how your ad solution is like a warm towel waiting. Address their worries with solid data and success stories. Sometimes, a gentle nudge or a trial offer can make the plunge less daunting.

Highlight the benefits they'll reap. Reaffirm Value. Once you understand their concerns, connect your campaign back to their business goals. Demonstrate how your creative approach directly addresses their needs and will deliver a measurable return on investment (ROI). Use data and case studies from similar campaigns to showcase the potential impact. Show them how your solution compares to competitors, emphasizing its unique selling points and potential for success.

"Demonstrate you can help them by actually helping them!" This is one of my core values. I try my best to provide a ton of free value to a client before they decide to hire me. Example: A potential client was considering hiring my team to run a lead gen campaign. I knew they kept a list of all of their previous customers in their CRM. Before the proposal, I created a direct-response style email template sequence for them, and recommended they send it to all of their old customers. This resulted in a quick pop in sales (which they then used to fund the lead generation campaign we proposed). It cost nothing to create that email template, and the client was able to see that I can actually help them grow sales, not just pitch a campaign.

I was raised on the sales side of advertising and was taught by someone who sold roofs that if someone doesn't want to sign with you, you either have not shown the value or the client refuses to understand it. First, you need to make sure the value you are provided aligns with the client's needs. If it does, reaffirm the value you are bringing, especially with real numbers they can chew on. Do not beat around the bush, keep this part of the sale real.

If your ad client's playing hard to get, think of it like tuning your pitch to their favorite song. Revisit their concerns, maybe offer a remix of your proposal that hits closer to what they’re really looking for. Highlight the hits—those success stories that show you’re not just all talk. Sometimes, a little customization or an extra perk, like a trial period, can help them feel more confident in taking the leap. It’s about finding the right beat that gets them nodding along.

Treat the "deal" like a "project" you're working on in PARTNERSHIP with the client, from day 1. Involve them every step of the way. When game-time comes...review the decisions you made TOGETHER to get there. If done correctly, that transparent process should build TRUST along the way. So, when it comes time to close the "deal", it doesn't feel like a "deal". Because it's not. It's just the "project" you've been working on, together, in partnership with the client. 9/10 times...I'm "hesitant" to move forward = I don't "trust" you. Trust is built day 1. If you skip days, it'll come back to haunt you come game-time.

Confidence is contagious – Provide Assurance. Showcase your team's expertise and track record of success. Offer testimonials from satisfied clients and highlight awards or recognition your agency has received. This reduces their risk and builds trust in your capabilities.

The part most people forget in selling advertising is advertising needs to be built on a relationship. You and your clients are in this together. Their success is your success. You are an extension of their company working as one. Treat them like a teammate, take care of them from the first time you meet them.